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CONSUMER BEHAVIOR
The Influence of Culture &
Subcultures on Consumer Behavior
Chapter# 11
 1. What is Culture?
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Culture as a Cultural Force

Culture is a study generally requires a detailed
examination of the character of the total society
including factors such as language, knowledge,
laws, religions, food customs, music, art,
technology, work patterns, products and other
artifacts that give a society its distinctive flavor or
nature.
 What is Culture?
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Culture can be referred to as the sum total of learned

beliefs, values, and customs that serve to direct the
consumer behavior of members of a particular society.
Consumers view themselves in the context of their culture
and react to their environment based upon the cultural
framework that they bring to that experience. Each
individual perceives the world through his or her own
cultural lens.
 Characteristics of Culture
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Culture Satisfies Needs

Culture is Learned
Formal Learning
Informal Learning
Technical Learning
Enculturation and Acculturation
Language and Symbols
Ritual
Culture is Shared
Culture is Dynamic
 2. Components of Culture
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Culture of a particular society is composed of

three distinct elements or components.
Cognitive Component
Material Component
Normative Component
 3. Important Features of Culture
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Cultural Symbolism
Cultural Relativism
Cultural Change

Factors influencing the change:

Technological Changes
Conflicts Between Existing values
Exposure to another Cultures Values
Dramatic Events
 4. What is Subculture?
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The members of a specific subculture posses

beliefs, values and customs that set them apart from
other members of the same society.

We can define subculture, as a distinct cultural

group that exists as an identifiable segment within
a larger, more complex society.
 Subculture
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Subculture is normally formed on the basis of

certain factors. They are:
Regional Location
Rural or Urban Residence
Ethnic Background
Religion
Profession and Life Style
 Different Subcultures
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Ethnic Subcultures
Religious Subcultures
Age Subcultures
Regional Subcultures
Singles Subculture
Subcultures Based on Gender Difference
Occupational Subcultures
Subcultures Based on Social Class
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END OF CHAPTER